PhD Student | Marketing
4185 Grainger Hall

Biography

Nitisha is a doctoral candidate in Marketing at the Wisconsin School of Business. She holds a Bachelor's degree in Electronics and Instrumentation Engineering from VIT University, India and an MBA from the Indian Institute of Management Ahmedabad.

She gained professional work experience by working in managerial roles in Sales and Customer Marketing domains at the Star Sports network of Star India - a media and entertainment conglomerate.

She is particularly driven by the curiosity of and attempts towards unraveling and investigating identity projects, consumption and production practices that result from socially structured stigmatization. Additionally, she is exploring multisensory effects on purchase decisions from the lens of embodied cognition and conceptual metaphor theories.

Research

Working Papers

Vijayalakshmi, A. & Tomar, N. & Kapoor, A. (2019). Impact of Religious Stigma on Consumption and Production Practices

Tomar, N. & Vijayalakshmi, A. (2019). The Bright Side of Darkness - The Effect of Ambient Lighting on Purchase Decision

Presentations

ACR Conference (2019) The Bright Side of Darkness - The Effect of Ambient Lighting on Purchase Decision

CCT Conference (2019) Marketplace performance of stigmatized consumers and producers

NASMEI (North American Society for Marketing Education in India) Conference (2018) Marketplace performance of stigmatized seekers and producers: The contextualized morphing of stigmatized identity in the marketplace